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GEO 106
Brad Mac Master

14/09/13 Chapter 3 Week 2 4 steps of brand building 1. ensure identification of the brand with customers and an associations of the brand in customers minds with a specific product class, product benefit, or customer need 2. firmly establish the totality of brand meaning in the minds of customers by strategically linking a host of tangible and intangible brand associations 3. elicit the proper customer responses to the brand 4. convert the brand responses to create brand resonance and an intense active loyalty relationship between customers and the brand Six brand building blocks 1. brand salience measure various aspects of the awareness of the brand and how easily and often the brand is evoked under various situations or circumstances breadth and depth awareness- depth and brand awareness measures how likely it is for a brand element to come to mind and the ease with which it does so. Breadth- measures the range of purchase and usage situations in which the brand element comes to mind and depends to a large extent on the organization of brand and product knowledge in memory Product Category structure: how products are organized in memory 2. Brand performance- the product itself is at the heart of the brand equity because it is the primary influence on what consumers experience with a brand. It also describes how well the product or service meets the customers more functional needs. Five attributes and benefits that often underlie brand performance: 1. primary ingredients and supplementary features 2. product reliability, durability and serviceability 3. service effectiveness, efficiency and empathy 4. style and design 5. price 3. Brand imagery- depends on the on the extrinsic properties of the product or service, including ways in which the brand attempts to meet the customers psychological and social needs. Many intangibles are linked to a brand but the four main ones are a) User profiles b) Purchase and User situations c) Personality and values d) history, heritage and experiences - user imagery - purchase and usage imagery - brand personality and values - brand history, heritage and experiences 4. brand judgments are customers personal opinions and evaluations of the brand which consumers form by putting together all the different brand performance and imagery associations Brand credibility- describes the extent to which customers see the brand as credible in terms of three dimensions: perceived expertise, trustworthiness, and likability. Brand Consideration- customers must actually consider the br
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